Pump up the volume

Pump up the volume
SHARE
THIS



After years of shirking one another, brands and bands are forming new relationships, and getting involved in the music scene is becoming a no-brainer for advertisers. Lucy Clark finds out why

Music marketing is getting louder by the year.

With revenues in the Australian music industry predicted to grow by 5% a year to 2016 (according to PwC), more and more brands are playing along.

“Reflecting worldwide trends, revenues in the Australian music industry are expected to continue to increase,” says Anthony Hocking, managing director at Peer Group Media. “This highlights the need for marketers to continue to embrace and find innovation within the music market.”

Simon Joyce, CEO of MCM Entertainment Group, believes that music offers brands new and unique ways to tap into audiences. He says: “The traditional advertising model is changing. Everyone is looking for new ways to connect and engage.”

We all know it: aside from sport, nothing engages like music. And, if your target audience is in the 18 to 29-year-old bracket, music is a must.

Jason Fielding, founding partner of The Sound Campaign, says: “Everyone wants to have a good time. When have you ever been to a party and music hasn’t been played? Brands are cashing in on this. And I’m a firm believer that using music to market your brand is much more effective than a TV ad these days. Any brand today worth its salt, which is trying to reach a young audience, has to have a music campaign within its strategy.”

Hocking agrees: “Music generates action through an emotional experience and subsequent word of mouth. This model is still arguably one of the most effective marketing tools.”

Getting in on the act

Whether it’s sponsoring a tour, putting on one-off exclusive gigs, or staging a branded activation at a festival, brands playing in this space are winning.

But there’s one rule they must adhere to: the artist comes first.

Joyce says: “Anyone can put on a gig, but we have to play to artists’ creativity. You have to start with the artist and with what’s going to inspire them – you can’t start with the brand.”

Historically, musicians have doggedly avoided sponsorships and ad deals, viewing them as ‘selling out’, as Fielding explains: “The attitude of the artist community has changed. Artists now see brands as an integral part of their revenue stream.”

But Hocking suggests that artists have simply been left with no choice. He says the decline in record sales due to illegal downloads and music streaming, leading to a boom in global touring by bands – staging shows that are very expensive to put on – has forced them to work with brands.

“This commercial reality and the expense of satisfying patrons’ production expectations have forced artists to accept and embrace brand alignment and investment,” he says, adding: “In the past, an artist’s integrity was questioned if they endorsed a product or attached a logo to their tour poster. Over the past decade, fans have come to embrace brand alignment with their favourite acts.”

As well as putting the artist first, there has to be some brand connection – it has to be relevant, and it must add value.

“Every music campaign we create has got to work in a music and entertainment sense, but has also got to work for the brand,” says Fielding. “There has to be some connection to the brand.”

And Hocking adds: “A brand’s ability to add value to a patron’s experience is key for acceptance. Marketers have had to step carefully in this arena, having to find ways to subtly link an act with a brand or a brand with a festival.”

Can brands afford not to?

With the predicted growth of the local music industry, can brands afford to ignore the potential?

Coca-Cola’s vice president of global advertising strategy and content excellence, Jonathan Mildenhall, doesn’t think so. Through partnering with Spotify for its ‘Share a Coke and a Song’ campaign, Coca-Cola demonstrated its commitment to using music to reach consumers. The campaign is set to roll out across all continents over the coming year.

Mildenhall says: “We have focused on music, as we now have global technology partners that can help us extend the Coca-Cola story through music, and also because we are starting to see much more universality in music.”

Optus also embraced music marketing with RockCorps. With the ‘give, get given’ tagline, the idea is that music fans give four hours of their time to a community project and, in return, get a ticket to a music concert. The initiative is global, with telcos in other countries sponsoring local RockCorps programs.

Marie Najjar, managing director of Public City, which handled corporate communications for Optus RockCorps, says: “RockCorps has essentially unlocked the passion spots of youth and connected it into doing good. Through this, it can deliver exceptional value for brand partners and provide a strong, memorable emotional connection that brands would struggle to achieve on their own.”

But it’s becoming increasingly competitive. Fielding explains: “The desire for brands to have a music campaign is now so compelling, it’s become a much more competitive space.”

The experience

When all’s said and done, aren’t music activations just another term for experiential advertising?

Fielding argues they are not: “A lot of the work we do is experiential – but it’s much deeper than that. We have to have knowledge of the promoters, and it’s a very intense environment to work in. Music engagement is what we do.”

The Sound Campaign is behind music activations such as the Jack Daniel’s Set (a series of concerts with high profile artists in licensed premises), the Jack Daniel’s Barrel House (a festival bar, based on barrel houses in Lynchburg, Tennessee, the home of JD), the Green Room and Club in a Can (festival club rooms for V Energy), and the Debit Mastercard Priceless Music campaign (A-list artists came to Australia for one-off shows, and fans could only buy the exclusive tickets with Debit Mastercards).

The future

Coca-Cola is one brand that sees the huge relevance of music to its target market.

“Coca-Cola, for the last 127 years, has stood for happiness,” says Mildenhall. “Over the next 12 months, we will be looking to ensure that conversation remains relevant to teenagers through, predominantly, the use of music.”

And Joyce is confident that music-enabled content is going to become increasingly central to advertising and marketing. He predicts: “The ideas of creating and enabling content around music were always the nice-to-haves and were the first to go when budgets got cut. Now, we are seeing a flip in strategy where it’s becoming the core idea and the paid media surrounds it. This space will only grow – and it will threaten traditional media to some extent.”

Please login with linkedin to comment

Latest News

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge
  • Advertising

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge

Host/Havas has secured Australia’s first grand prix award at Cannes overnight, taking out the top gong for the direct lions with its work Palau Pledge. The work, which sees all visitors to the tiny island nation have their passport stamped with a pledge to be a good environmental citizen, which they must sign before entering […]

by B&T Magazine

B&T Magazine
Instagram Launches Long-Form Video
  • Technology

Instagram Launches Long-Form Video

Instagram unveils new eye-catching feature. Slicing onions while reading this will also make it eye-watering.

Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]